For SYN, this period goes far beyond peak sales. According to Cindy Beni, the company’s media and activations manager, Christmas is also a strategic moment from the perspective of brand image, relationships with the public, and generating foot traffic.

“It’s a time that requires a lot of planning. We always work aligned with the strategy of each property. Each mall has different characteristics and audiences. That’s why we analyze local behavior, define the storytelling for the decoration, brand positioning, and promotional campaigns. From there, we structure the entire project.”

Execution involves multiple areas, including marketing, leasing/commercial, operations, and even architecture — which increases the complexity of the operation. “To give you an idea, at Tietê Plaza, when we raffle off a car, we have to hoist it into the mall — it’s a war operation. This year, we installed more than 160,000 LED lights on the façade. It’s a gift to the Pirituba region.”

Beyond the visual impact, this period is decisive for deepening knowledge about the public. SYN’s strategy is to base decisions on operational and behavioral data.

“We want to understand whether the public prefers a car, panettone, or electronics. The mall’s annual operation is a thermometer. We have foot traffic counters, peak-hour analyses, mapping of the most-used restrooms — everything to offer a frictionless journey from parking to exit.”

The smoother the experience, the longer the dwell time — and, consequently, the greater the consumption potential.

To handle the increase in traffic, malls also reinforce infrastructure and staffing. According to Beni, cleaning, security, and parking receive special attention, while stores expand their teams.

“Across the malls in São Paulo, more than 500 temporary job openings were created at the end of the year. In addition, we invested in retrofits of food courts, restrooms, and common areas in 2025.”

Hours are also adjusted: Shopping Cidade São Paulo opens one hour earlier, while Tietê Plaza and Grand Plaza close one hour later.

Beyond operations, experience takes center stage. A 25-meter illuminated tunnel, parks with inclusive play equipment, slides between floors, Christmas parades, and choir performances are part of the activations.

“Christmas stirs emotions. When people see the mall decorated, they feel the year has turned. There’s an emotional bond there, and we take that very seriously.”